Loreal 2014 Annual Report Download - page 29

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1
Alternative
brands
symbolise
New Luxury
In 2014, the alternative brands – each with its
own cultural identity – were core to the Division’s
growth.
KIEHL’S, acquired in 2000, continued its global
success story. Thanks to its unique business model
and point-of-sales service – embodying some of
the selective channel’s best practices – the New
York brand posts strong growth year after year.
Drawing on its emblematic products, and
launches such as Hydro-Plumping Re-Texturizing
Serum Concentrate in 2014, KIEHL’S offers its
customers effective formulas with highly concen-
trated natural ingredients.
URBAN DECAY, the trend-setting brand for make-
up addicts, recorded the highest growth rate in
the Division and doubled its sales in two years(1).
The key to its success? Iconic products such as
Naked Palette, buzz on social networks, and a
strong focus on the points of sale. L’Oréal has
high hopes for the Californian brand, which con-
tinued its worldwide expansion in 2014, reaching
eight new countries.
Seattle native CLARISONIC is one of the most dy-
namic brands in the L’Oréal Luxe portfolio. As the
leader in at-home instrumental cosmetics(2), the
brand offers high-tech solutions, like this year’s
anti-pollution approach and new Deep Pore
Cleansing kit. Now operating in 45 countries, the
brand is swiftly expanding worldwide, with strong
performance, particularly in Western Europe at
+48.5%(1).
(1) Like-for-like. (2) Source: Kline study “Beauty Devices 2013:
Global Market Brief”, March 2014.
2
1
NAKED PALETTE
BY URBAN DECAY
Subtly-coloured
eyeshadow palettes
with powerful
consumer appeal.
2
KIEHL’S
Worldwide success
built on three
pillars: respecting
science, delivering
product quality
and meeting
customer
expectations.
s VIEW THE ARTICLE: SUCCESS OF THE GREAT DESIGNER BRANDS
by scanning this page with the L’Oréal Finance app
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